12.
the way it was
In the 1990’s (web 1.0) consumers would visit one website
at a time and interact with the information on that site only.

13.
the way it
is
With web 2.0 consumers don’t access information on one
site only. Information is posted, and can be reposted in other
places. Information “gets in the way” of trafﬁc on other sites
via web 2.0 sharing tools, including on mobile web sites.

14.
the way it
is
With web 2.0 consumers don’t access information on one
site only. Information is posted, and can be reposted in other
places. Information “gets in the way” of trafﬁc on other sites
via web 2.0 sharing tools, including on mobile web sites.

15.
the power of word of mouth
+
Let’s suppose Larry has a BLT sandwich and loves it so
much he decides to send out a tweet about it...

16.
the power of word of mouth
+
Let’s suppose Larry has a BLT sandwich and loves it so
much he decides to send out a tweet about it...
...ten of Larry’s friends see the tweet and are big fans of
Larry’s experience with the BLT.....

17.
Those 10 people rebroadcast Larry’s bacon-y goodness to
their social connections of about 300 friends each.

18.
Those 10 people rebroadcast Larry’s bacon-y goodness to
their social connections of about 300 friends each.

19.
Before you know it, Larry’s love of BLT has reached 3,000
sets of eyeballs within minutes.

23.
Nielsen 3/09
social web stats
worldwide internet users use social media
68% as a way to communicate
worldwide internet users use email as a
65% way to communicate
users on Facebook. If Facebook were a country,
300,000,000 it would be about the size of the U.S.
100,000,000 monthly views on YouTube in U.S.
hits on icanhascheezburger.com
1,000,000,000 blog in 23 months—more than CNN
99% of SMS Text messages get opened.
1382% Twitter’s growth rate in 2009

27.
a poor example of #socialbranding:
March 1, 2009 Skittles redirected their homepage to a Twitter
search term for #skittles.
People thought it was fun to post racial slurs and swearing.
Didn’t engage inﬂuencers.

45.
branding for the lizard brain
(
a decent brand will
register on the front of
the brain in the
eyeballs.
#Ford & #americanidol

46.
branding for the lizard brain
(
(
a decent brand will a GREAT brand will
register on the front of register deep down on
the brain in the the lizard brain.
eyeballs. #Coke & #americanidol
#Ford & #americanidol